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Convention Center Marketing

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Branding Campaign that include traditional, web media, soical media, and search.

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Convention Center Marketing

  1. 1. July 2011- June 2012 Marketing Overview
  2. 2. <ul><li>Advertising & Marketing Strategies for FY 2011-2012 </li></ul><ul><li>Traditional </li></ul><ul><li>On-Line </li></ul><ul><li>Social </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul><ul><li>Video Content </li></ul><ul><li>Sales Collateral </li></ul>
  3. 3. <ul><li>Traditional </li></ul><ul><li>Print Magazines That Target </li></ul><ul><li>National & Regional Associations </li></ul><ul><li>National & Regional Indoor Competitions </li></ul><ul><li>National & Regional SMERF </li></ul><ul><li>National & Regional Corporations </li></ul>
  4. 4. <ul><li>On-Line </li></ul><ul><li>Web Banners Appear </li></ul><ul><li>ASAE.org </li></ul><ul><li>Conventionsouth.com </li></ul><ul><li>MeetingsFocus.com </li></ul><ul><li>MPI.org </li></ul><ul><li>Multiview various listings </li></ul><ul><li>SportsEvents.com </li></ul><ul><li>SportsTravel.com </li></ul>
  5. 5. <ul><li>Unique On-Line Campaigns </li></ul>
  6. 6. <ul><li>Social Media </li></ul><ul><li>1,331 Fans </li></ul><ul><li>636% New Likes </li></ul><ul><li>102% Monthly Active Users </li></ul><ul><li>5,853% Post Feedback </li></ul><ul><li>63% Female VS 34% Male with 35-44 primary demo </li></ul>
  7. 7. <ul><li>Facebook Ad Campaign </li></ul><ul><li>Over 740,834 Impressions </li></ul><ul><li>314 Clicks </li></ul><ul><li>$1.22 Cost Per Click </li></ul><ul><li>$382.11 </li></ul><ul><li>Reach Meeting Industry Professionals </li></ul><ul><li>How Did You Do That Tiff? </li></ul>
  8. 13. <ul><li>Search Campaigns </li></ul><ul><li>We use Keywords like: CMCA, Association Meetings, TEAMS, Convention South, Convention Center, Raleigh Convention Center </li></ul><ul><li>Understand the “Voice of the Planner” </li></ul><ul><li>Effectively map our content like: South Carolina, North Carolina, Georgia, DC Metro Area, Maryland, Virginia, Ohio </li></ul>
  9. 14. <ul><li>Campaign began September 1, 2011 </li></ul><ul><li>From September 1 st – 19 th </li></ul><ul><li>74,677 Impressions (ppl exposed to message) </li></ul><ul><li>102 Clicks </li></ul><ul><li>Avg. CPC (cost per click) .84 cents </li></ul><ul><li>Represents $85.53 of ad spending </li></ul><ul><li>Clicks will land target on our website’s Planners page </li></ul>
  10. 17. <ul><li>Website Traffic is up 15.19% </li></ul><ul><li>July 1, 2011- Present </li></ul><ul><li>10,812 Unique Visitors </li></ul><ul><li>2.16 Page Views </li></ul><ul><li>1:26 Average Time on Site </li></ul><ul><li>71.90% New Visitors </li></ul><ul><li>Calendar of Events as the MOST Popular Page </li></ul><ul><li>Users come from SC, NC, GA, Va, FL, NY, OH, Penn, NJ, Tenn. </li></ul><ul><li>138 visitors from Canada </li></ul><ul><li>Mobile Devices used: Android, iPhone, iPad, BlackBerry </li></ul><ul><li>Since the launch of our site redesign we have had 46,962 Visitors </li></ul><ul><li>Over 50 Utility Orders on-line (expect an increase when more planners are aware of the option) </li></ul>
  11. 18. Lower funnel calls to action were most compelling in the travel space. Calling for availability or purchase at a reduced rate was most effective. Mobile Site to launch January 2012 Mobile Advertising
  12. 19. Video Content <ul><li>Jumbotron Messsaging- ASAE Springtime </li></ul><ul><li>Meetings in a Minute- Meetings South </li></ul><ul><li>YouTube-Myrtle Beach Convention Center Channel </li></ul>
  13. 20. Sales Collateral <ul><li>E-Brochure </li></ul><ul><li>Printed Brochure </li></ul><ul><li>Rules & Regulations Kit </li></ul><ul><li>Tradeshow & Sales Calls Gifts </li></ul><ul><li>Reprint of flags for booth </li></ul>
  14. 21. <ul><li>Google Search Ads are for Lead Generation. </li></ul><ul><li>Email/Text is best used for Loyalty Campaigns </li></ul><ul><li>Gaming brings Brand Awareness </li></ul><ul><li>Micro Site or Apps are used to build brand loyalty </li></ul><ul><li>Social Media Networks extends our reach and used for Branding. </li></ul><ul><li>3 Facts to Remember </li></ul><ul><li>Females ages 55 to 65 are the fastest growing segments on Facebook. </li></ul><ul><li>Mobile Marketing is the next BIG THING </li></ul>
  15. 22. 3. What happens in Vegas… stays on YouTube, Facebook & Twitter

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